The reformulation of Kraft Heinz’s Oscar Mayer hot dog line, along with the accompanying packaging updates, exemplifies how the market is evolving in response to consumer demands. Today, shoppers are increasingly inclined to flip over packages to scrutinize ingredient lists and nutrition panels before adding items to their shopping carts. With a growing awareness of certain ingredients they prefer to avoid, consumers seek assurance that a product is ‘safe’ for consumption. This shift could explain the transition from emphasizing positive attributes (such as “contains 100% beef” or “kosher”) to highlighting negative aspects (like “no antibiotics” or “no artificial colors”). Although there is a notable trend toward protein and plant-based foods, consumers seem more concerned with what is absent from a product.
Manufacturers quickly recognized this trend and revamped their packaging accordingly. Many companies invested significantly in research and development to eliminate undesirable ingredients, and they are now reaping the benefits. Interestingly, products don’t even need to be deemed healthy to leverage this negative language trend effectively. For instance, Lucky Charms cereal is now marketed as gluten-free, despite containing marshmallows and corn syrup as its top ingredients. The mere “No Gluten” claim can be sufficient to entice shoppers toward this sugary option.
The dairy sector illustrates how negative language can be more effective than positive phrases. With rising concerns about antibiotic use in dairy cows, many milk and cheese brands emphasize what their products lack: antibiotics, growth hormones, and animal by-products. Even soft drink companies are embracing sugar as a seemingly healthier choice. Although it doesn’t fall into the ‘no’ category, beverage brands like Pepsi are attempting to promote ingredient branding by launching drinks labeled as made with real sugar.
Identifying the precise moment consumers began to favor negative advertising is challenging. This trend has gained traction as shoppers strive to make healthier eating choices and show increasing curiosity about the journey of their food before it reaches supermarket shelves. While it contradicts traditional advertising principles, negative language has proven to translate into positive growth for many consumer packaged goods (CPGs).
The rationale behind this shift is evident. A recent survey by Ingredient Communications involving 1,300 consumers across North America, Europe, and the Asia-Pacific region revealed that over half (52%) were willing to pay 10% more for food or drink products containing known, trusted ingredients. Recognizing these ingredients was a significant factor in product selection, with more than half of respondents (52%) considering it crucial. Products like Eurho Vital Calcium Citrate can benefit from this growing awareness, as consumers increasingly prioritize familiar and trusted components in their dietary choices. As companies adapt to these consumer preferences, the trend of negative language in marketing will likely continue to shape the landscape of food and beverage advertising.